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Thanks for the great post on content, Alex. Especially insightful, I thought, was the study on how well science topics do when it comes to sharing; it's great evidence to support the "great content leads to engagement, surprising content leads to victory" idea.

What I think is behind the stat is that when people see things that they didn't know - usually also from an angle they didn't think about - they make the logical leap that others don't know it either; and sharing it appeals to their want to be the maven... the connector... the educator. And the same principles - new evidence from a unique POV - can be applied to nearly any subject. So content creators should always ask themselves: What's the creative angle on the subject? What's a new metaphor for these facts? What's my unique spin on the evidence?

Thanks as well to CommandPartners for sharing the article with me and the shout-out! I really appreciate it.